The Ontario Broker May 2013

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THE ONTARIO BROKER

THE OFFICIAL PUBLICATION OF THE INSURANCE BROKERS ASSOCIATION OF ONTARIO (IBAO) MAY 2013

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Suzanne pountney on london Insurance brokers association

affiliate achievement award 02 ceo’s message 04 statistical analysis 06 ibc update 08 wellness matters

12 territory update 13 communications strategies 14 member benefits

15 financial matters 16 ibri update 18 Community View

ceo’s message The Official Publication of the Insurance Brokers Association of Ontario (IBAO) Published by

Editor Angela Stelmakowich astelmakowich@canadianunderwriter.ca 416-510-6793 Senior Publisher Steve Wilson steve@canadianunderwriter.ca 416-510-6800

Regional Meetings a Huge Success

Associate Publisher Paul Aquino paul@canadianunderwriter.ca Account Manager Michael Wells mike@canadianunderwriter.ca Account Manager Christine Giovis christine@canadianunderwriter.ca Account Manager Elliot Ford eford@canadianunderwriter.ca Art Direction Sue Williamson The Ontario Broker is published monthly by Canadian Underwriter magazine (www.canadianunderwriter.ca).

Canadian Underwriter’s Insurance Group of publications is part of Business Information Group (www.businessinformationgroup.ca), a subsidiary of Glacier Media Inc., a leading Canadian information company with interests in daily and community newspapers and business-to-business information services.

All rights reserved. Printed in Canada. The contents of this publication may not be reproduced or transmitted in any form, either in part or in full, including photocopying and recording, without the written consent of the copyright owner. Nor may any part of this publication be stored in a retrieval system of any nature without prior written consent.

The articles that appear in this publication represent the opinions of the authors and do not represent or embody any official position of, or statement by, IBAO; nor do they attempt to set forth definitive action standards or to provide legal advice.

Insurance Brokers Association of Ontario 1 Eglinton Avenue East, Suite 700 Toronto, Ontario M4P 3A1 Tel: (416) 488-7422 Fax: (416) 488-7526 Toll Free: (800) 268-8845 (888) ASK-IBAO www.ibao.org Annual subscription is $52 + tax.

To order email: contact@ibao.on.ca For information on submitting an article, contact Ashley Hunking Marketing Coordinator ahunking@ibao.on.ca

02

The Ontario Broker / May 2013

Randy Carroll CEO IBAO It seems like we were just in the planning stage of this year’s regional meetings, and other than Territory 1 and Territory 2, they are now a thing of the past.

This year, we mixed things up a bit and had the pleasure of RIBO joining us as we travelled across the province. Depending on the location RIBO CEO Jeff Bear or Patrick Ballantyne, general counsel for RIBO, reviewed a variety of topics focused around the requirement for brokers to provide a quality of service that is at least equal to that which brokers would generally expect from a broker in a similar situation.

As a principal broker, responsibilities are not to be taken lightly, and it was good to have a refresher of what is expected of you and your staff during the

day-to-day operation of your business.

Even RIBO representatives spoke about the need to adapt to change and spent a considerable amount of time educating you so that you can better understand RIBO’s online renewal process, which was introduced earlier this year. technology check Technology is changing the way we do business today.

Technology is not just having a positive effect on business processes, but it is having an effect on almost everything that we do.

During IBAO’s technology review, we discussed a number of issues, including e-Docs, once-and-done policy change, consumer facing technology, iClarify and telematics.

So with all this technology in development, how do we manage change going forward? What do we need to do? And when do we need to start?

A good starting point would be to clarify what the change will accomplish — that is, what’s in it for me?

One of the things we have been trying to get brokers to understand is why change is necessary, why the rush and what is driving this change.

As your association, IBAO is driven by its LongRange Strategic Plan. One of the strategic goals that was set for us to meet was to “Increase the Long-Term Sustainability of the Channel.” Take a look at the educational offerings that IBAO has been delivering over the last 18 months, and

you will have to agree that is where our focus has been.

At our regional meeting in London, in speaking to the members in attendance, I had an opportunity to explain how educational offerings developed and delivered by IBAO are different than offerings from other edu­cational providers. The answer for me is quite simple: our business is not dependent on education.

Is education part of what we do? The answer is, “Yes,” but the education we deliver is developed for brokers by brokers, and is developed to assist us in achieving one of IBAO’s strategic goals — “Increase the Long-Term Sustainability of the Channel.”

This is a key component of what we do and is part of our overall mandate.

Simply put, IBAObranded courses should be as important for you to attend as they are for us to develop and deliver.

Course offerings such as “Understanding the 21st Century Consumer and its first sequel, “Connecting with the 21st Century Consumer,” are table stakes for your brokerage to participate in.

Implementing change within your brokerages will be dependent on getting buy-in at all levels. As such, it is incumbent on you to be sure that all levels of your brokerage are represented. In addition, it is also important to ensure that the “change authorities” within your brokerage are well-informed and can

lead and educate their teams accordingly.

Our education sponsors have done a great job at putting together some great programs that complement what IBAO is providing, and have worked with us to come up with some ex­­ceptional content. During “Understanding the 21st Century Insurance Consumer,” we discussed what consumers want and the program, sponsored by The Economical, “Provide More Value to Your Clients with a Winning Sales Strategy,” provides the tools and strategies that will enable you to have more impactful, consultative business conversations with your prospects and clients, thereby positioning you as a “trusted insurance advisor.”

AVIVA’s offering was entitled “Managing Clients through Strategic Communication,” which, as the title indicates, complemented

last year’s “Understanding the 21st Century Insurance Consumer” sessions. This full-day workshop showed brokers how to manage clients’ expectations using “strategic communication” when dealing with prospective and existing clients.

Creating relationships with targeted clients will en­hance your retention of existing business and referrals.

Unica Insurance has worked with IBAO to develop one of the best “Social Media Workshops” I have seen. In this workshop, participants are not just going to sit and learn; they are actually going to set up an online presence!

Bring your laptop (wireless internet connection will be provided), power cord and a willingness to grow your business! If you cannot bring a laptop, don’t worry.

You will still walk away with the tools required to get started.

If you are interested in taking your brokerage to a place in time where change becomes a managed strategic direction, then Beyond Best in Class (BBiC) is what you need. This premier five-part advanced learning program, centres on principles of becoming disciplined, dynamic, dominant and different. The BBiC program utilizes the power of collaboration and inno­vation to tackle real challenges and answers all of the, “what you need to know.”

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There is, however, one thing that you need to remember….

Whatever you do, doing nothing is not an option. If you are looking to lead, we have what you need to help get you there.

President’s Schedule: May 4-8 Insurance Brokers Association of Alberta Conference May 25 Canadian Ski Patrol National Annual Conference Awards & Banquet (BIP Representative) May 29-30 Territory 1 Regional Meeting & Conference, Thunder Bay CEO’s Schedule: May 2 Windsor Affiliate May 9 Burlington Affiliate May 10 OSAID Conference May 14 YBC Team Leaders Meeting May 22 Working Group Meeting May 23 Keal Insurance Technology Panel

2012 Broker Customer Survey Name

Prize

Brokerage Name

David F. Street Sheila Lohnes Yvonne Falle Meni Tzanis Lorna Gilhang David Singh Tara Nielsen David Bartley Sunniva Geuer Bernadette Mary Lupul Linda Laliberte Anne-Marie Eby

Grand Prize Winner $500 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner $100 Winner

Cornerstone Insurance Brokers Limited Kennedy Insurance Brokers Inc. Mackay Insurance Brokers Inc. HUB International Ontario-Oakville HUB International Ontario-Oakville First Durham Insurance & Financial Ltd. Stevenson and Hunt Insurance Brokers Limited Orr and Associates Smith Petrie Carr & Scott Insurance Brokers Ltd. Rhodes & Williams Insurance Brokers HUB International Ontario-Windsor Rhodes & Williams Insurance Brokers May 2013 / The Ontario Broker

03

Statistical Analysis

Bill Morris Partner Navicom Inc.

Why Connected Customers are Engaged Customers Some recent good news from the world of global insurance research confirms that consumers continue to view having a personal relationship with their insurance providers as important.

Better news still, results from the recent Ontario insurance market survey confirm both brokers’ customers and a significant portion of consumers from other channels also value the benefits associated with having a strong personal relationship with their insurance provider.

Now for the not so good news. The average level of customer engagement with Ontario insurance brokers decreased slightly in 2012, and remains too low.

While many brokers are working hard to find ways to re-engage with their customers, clearly more must be done.

The simple question is: What is your brokerage doing right now to increase customer engagement? But the answer is

complex, especially with the knowledge that insurance consumer expectations around purchasing insurance products and services continue to evolve rapidly.

To be sure, insurance customers are aware of the increasingly competitive market in Ontario and will always seek to maximize the value of their insurance dollar. We also know that most broker customers are not as connected to their brokers as they want to be.

The big challenge for most brokers is to find effective new ways to communicate the value associated with the insurance products and services that they deliver.

Effective customer communication strategies successfully deal with two obvious components: the what that must be said to customers, and the how the message needs to get said.

There is also a third subtle, although equally important, factor that has to do with message resonance — the degree to which a given communiqué will hit home or otherwise stand out in the recipient’s mind. The resonance factor can easily represent the difference between a hugely successful communication campaign and a dismal flop. attention-grabber So how do you get the attention of your customers in the age of fragmented, multi-channel, overexposed, hyperconnected individuals? For the answer, let’s go back to the what.

Many brokers still believe the what that needs communicating has remained relatively consistent over the years. That said, brokers would be well-served to take a hard look at the specifics of their current

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messages to their customers.

Is it relevant in 2013? Is it specific? Is it timely? Is it different? And, of course, does it consistently reinforce and support your unique brokerage brand? Broker messages that fail to meet these key 21st-century connection criteria will not resonate with customers and will not be effective!

The second equally critical component is how brokers are communicating with current — and potential — customers.

Without a doubt, the Internet and the many subsequent new forms of electronic communication have changed the way we communicate, probably forever. social manoeuvres Perhaps the most fascinating new form of communicating and connecting has been the recent explosion in popularity of all types of social media. The reasons for such exponential growth may not yet be fully understood, but the impact of social media on how people make buying decisions is already well-documented.

Ignore this trend at your peril!

As such, it is critical for the successful 21st-century broker to figure out how to leverage all of the different customer communication channels with a compelling message that resonates with all of your various targets markets.

It stands to reason that a single one-sizefits-all message is no longer an effective way to connect with customers.

Connected customers are, indeed, engaged customers! Brokers must find effective ways to re-connect with their customers — about subjects that matter — using the preferred communication channels of those customers.

If you want to learn more about how you can improve your connectivity with existing customers, look for and attend an upcoming Connecting in the 21st Century workshop coming to a location near you.

What is your brokerage doing right now to increase customer engagement?

The Ontario Broker / May 2013

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ibc update

Heather Mack Director of Government Relations, Alberta and the North Insurance Bureau of Canada

New Approaches The year 2012 was another very bad weather year for Alberta. Heavy wind and rain in Edmonton during July caused widespread flooding. Later that month, southern Alberta got pounded with a hailstorm that left a path of destruction from Cardston to Nanton. Then, in August, Calgary endured heavy rain, wind and hail as big as golf balls followed by flooding.

When insurers tallied claims costs from just these three extreme weather events, the total came to $300 million. The provincial government earmarked another $58 million to help Albertans cover un­insurable losses as a result of flooding.

While 2012 was expensive, so were 2011 and 2010. In fact, Alberta saw six of the 11 most expensive weather events in Canada from 1983 to 2011.

And the country as a whole has seen the rate of insured losses rise steadily so that insured losses have been near or have exceeded the $1-billion mark for the last three years straight. In 2011, losses hit $1.7 billion. Climate and weather scientists tell us we can expect even more extremes in the future.

Unfortunately, home and auto insurance rates in Alberta are increasing in lockstep with rising claims costs. Hit with sticker shock when they open up their annual insurance premium bills, many Albertans are starting to ask what can be done to reduce their risk of claims.

It is a question insurers have been asking themselves for a while. Higher premiums make customers angry, which is never good for business.

As early as the 1990s, insurers around 06

The Ontario Broker / May 2013

the world identified changing weather patterns and increasing severe weather events as the cause of rising claims costs.

Today in Canada, claims for water losses are now higher than for fire losses.

Armed with these grim statistics, insurers have taken the lead in encouraging governments, communities and consumers to adapt to climate change by protecting themselves. Insurers are promoting and encouraging municipal infrastructure improvements, sound water management policies, effective land use policies, more resilient communities and buildings, updated building codes and climatic design standards.

FIX THE INFRASTRUCTURE Insurance Bureau of Canada (IBC), the trade association representing Canada’s property and casualty insurers, has identified adaptation to severe weather as a major priority and has responded by creating a revolutionary new underwriting tool that has the potential to make a huge difference. The municipal risk assessment tool (MRAT) uses three kinds of data — geographic information system (GIS) data, climate history and modelling, and claims history — to pinpoint infrastructure vulnerabilities.

MRAT will help insurers underwrite risk. And it will help municipalities prioritize infrastructure repairs.

Many municipalities are finding ways to reduce water damage risk on their own while waiting for MRAT to roll out.

Edmonton’s infrastructure improvements since the mega-storm of July 2004 is a great example of what municipalities can accomplish. After the storm damaged 12,000 homes and caused $185 million in losses, the city spent $146 million ex­­panding a major storm sewer and creating a storm pond on a school sports field to handle stormwater overflow.

These improvements were tested by a major storm this year, spurring Edmonton Mayor Stephen Mandel to praise city staff for the success of the system. “They deserve an A+,” Mandel said.

INSTALL A RAIN BARREL IBC has also championed an old-fashioned approach to reducing water damage risk that is proving to have decidedly modern

applications. Rain barrels, properly in­­stalled and regularly emptied, can divert millions of litres of rainwater away from municipal storm sewers, notes a rain barrel study that IBC conducted in the Ontario community of Wingham, Ontario.

In that case, approximately 1,000 barrels — one for each household in the town — were installed. At the same time, more than 70% of downspouts were disconnected from the town’s storm and sanitary water system.

The results, released in June 2012, showed that enough water was diverted from the system to keep Wingham within its storm sewer capacity during the study period. IBC is now conducting a second pilot project in Stratford, Prince Edward Island.

CHANGE THE WEATHER Insurance companies across Alberta have, however, gone a step further by actually changing the weather to reduce associated damage.

In 1996, several Alberta insurance companies came together to form the Alberta Severe Weather Management Society to fund cloud seeding, a weather modification technology used to increase precipitation, reduce fog and decrease the size of hail. Silver iodide, which is shot into clouds from planes, is used to change precipitation patterns.

Funded by the society to the tune of $2.5 million, cloud seeding was credited with reducing the size of the hailstones that hit Calgary this summer. Even though the storm caused millions of dollars in damage, larger hailstones would have resulted in even more claims, so it was money well spent.

The increase in severe weather in Alberta and across Canada is not just an insurance problem, it is everyone’s problem to solve. The insurance industry is focusing on encouraging adaptation by developing a tool for municipalities to pinpoint flood risks, advocating for improved infrastructure and educating consumers on simple low-tech solutions, such as rain barrels.

Much needs to be done and time is short. Let’s work together to protect our homes, our businesses and our communities from this growing threat.

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wellness matters

Lorraine Dauphinais Director, Prevention and Training Solareh

Dousing Burnout One does not wake up in the morning with burnout. It creeps up over a period of prolonged stress.

Burnout affects especially individuals who invest a lot of energy in their work without receiving positive acknowledgement for that effort. As time passes, a series of symptoms develop, such as a general discomfort followed by a physical, emotional and nervous exhaustion.

No matter the profession, when a person feels drained without any hope of getting back on his or her feet again, he or she becomes a candidate for burnout.

Burnout victims cannot be categorized. Many of them are overachievers, driven by high personal expectations.

Success becomes an obsession: they

overcommit, overextend and overwork in an attempt to prove their worth.

Burnout syndrome occurs gradually and includes four phases.

• Idealism: The person is full of energy and ambition. He or she invests a lot of energy in work, which they idealize, even if conditions are far from ideal.

• Plateau: The pressure mounts and the person starts to realize the results are not what he or she expected, and that more and more is being asked. This is often the point where the person starts working overtime.

• Disillusion: The person is tired, disappointed and becomes impatient, sometimes cynical, about the excessive expectations placed on them.

• Demoralization: The person’s interest in the work and those around them becomes nil. He or she is discouraged and unable to work. This is burnout.

Burnout has a number of symptoms, ranging from fatigue to anxiety. Unfortunately, fatigue may be self-inflicted.

Many victims of burnout view fatigue as a flaw and work harder to overcome their “weaknesses.” As for anxiety, some people suffer from the condition when they encounter difficulty completing work they normally do well. Others lose themselves in their work rather than resolve personal problems. Work becomes

a haven, an escape from anxiety.

Symptoms vary, but loss of enthusiasm, loneliness, powerlessness, physical or emotional exhaustion, significant mood shifts and a general loss of zest for life are among the signs of the potential burnout.

People try to cope with stressful situations in a variety of ways, but some strategies lead to increasing probabilities of burnout. For example, alcohol and drug abuse may bring temporary relief, but intensifies fatigue and has an impact on performance, while overeating adds new tensions and stress. The burnout cycle will continue until the underlying problems are addressed.

Burnout is reversible and awareness is the key. However, it requires ruthless evaluation and personal commitment.

If you feel burnout is creeping into your work and impacting on your performance or personality, stop, reflect and consider your behaviour. You deserve a good quality of life... so listen to your inner voice. And give your ideals a reality check.

Lorraine Dauphinais is director of prevention and training at Solareh, a national company that offers employee and manager assistance programs, return to health and work services, and wellness programming. For information, contact Peter MacDonald, Account Executive, at 1-866-796-0812, or by e-mail at pmacdonald@solareh.com.

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The Ontario Broker / May 2013

The London Insurance Brokers Association, winner of the 2012 Affiliate Achievement Award, is revving up to meet new challenges and to advance service

By Angela Stelmakowich for its member brokers.

rounding into form It has, at times, been a rocky road for the London Insurance Brokers Association (LIBA). But concerted efforts over the last couple of years have helped smooth out the bumps and set LIBA on a new course.

The effort, time and focus to chart that new course — one geared at better serving member brokers — has not escaped the attention of IBAO, which named LIBA the Affiliate Achievement winner at its 2012 Awards of Excellence.

“It was so very gratifying,” says LIBA president Suzanne Pountney, citing the efforts of a group of board members who “worked our butts off to put [the board] in order to bring it back to life. It was just the ultimate reward for all our hard work.”

Also gratifying is that LIBA is headed in the right direction, suggests Suzanne, commercial account manager at MayMcConville Brokers Limited. To date, LIBA’s board has focused on setting a

foundation: getting the books in order; running proper board and member meetings; keeping members informed through quarterly newsletters and beefing up the quality of education/networking events.

“The first couple of years (2010 to 2011) were spent putting the business side of things in order so that we could then bring our focus back to what we’re supposed to do, which is promote the broker in our local community,” she says.

“We looked to affiliates that are very successful and asked them for help, asked them for ideas, asked them if they would mind if we sat in on some of their meetings to see how they did things,” she notes. “You can’t be afraid of asking for that help,” Suzanne emphasizes. “We’re great collaborators. You just have to ask.

People are so excited to share their ideas, share what’s working for them.”

The board currently has vacancies, but

Suzanne says members feel good moving forward. “We have made a conscious decision that we want people on our board who are enthusiastic, passionate, willing to do the things that need to be done so we can be the best affiliate we can be,” she says. “Quality over quantity.”

The LIBA board welcomed a young broker more than a year ago who is helping with a key challenge faced by the channel: use of social media and technology. “We were feebly using Facebook and Twitter and LinkedIn, and he’s now taken it over,” Suzanne reports.

There is “a lot of fear among the people who don’t understand the technology,” she suggests. “We need the people who understand the technology and understand all the wonderful things it can do to make the scared people feel more comfortable, because we have to embrace it,” Suzanne adds.

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A real honour Suzanne says receiving the award was “so very gratifying” in light of the how much work has been done over the last few years to get LIBA back on track and moving in the right direction.

back to basics The work that has been completed to date has allowed the association to focus on what it is supposed to do, Suzanne points out, namely promoting the broker in the local community.

GET EDUCATED For its part, LIBA’s board is embracing education, a move expected to meet the twin goal of serving brokers and encouraging members to get more involved. One goal, which Suzanne hopes to launch either this fall or in early 2014, is an Education Day featuring about a dozen, one-hour sessions in different tracks.

LIBA has great support from local companies that have offered to provide presentations to help brokers earn RIBO hours, Suzanne says. The idea is to make Education Day an annual event of which providers and brokers want to be part.

LIBA has worked hard to provide quality speaker at its events, something that Suzanne suggests is core to educating members and encouraging participation from more people, including young brokers. Acknowledging that it is a vast generalization, she says it seems some

tech talk It is important that independent brokers get comfortable with technology and learn about “all the wonderful things it can do,” Suzanne suggests.

meet and greet Suzanne encourages young brokers to attend both educational and networking events, as well as allow brokers that have been in the business longer to show them the ropes.

young brokers do not see the value in involvement, whether at the board level or in activities being offered by affiliates.

They are encouraged to let experienced brokers “take you under our wing, introduce you to people, get to know people, form relationships, build relationships.”

In March, for example, the quarterly meeting was a YBC +1 event, in which every member brokerage could bring one licensed young broker to the meeting for free. In June, Jeff Yurek, Tory MPP for Elgin-Middlesex-London, is scheduled to be the speaker at the +1 event.

Another LIBA objective is to focus on giving back to the communities in which brokers live and work. That focus will be aided by developing a charitable donation policy, one that helps ensure efforts create some visibility for the broker channel.

LIBA has made its Bipper blanket donation to the Unity Project, which helps

giving back On LIBA’s to-do list are plans to develop a charitable donation policy that not only provides a means to give back to the community, but also to raise the profile of brokers.

provide homeless people with life skills meant to help get them back on their feet; partnered with the London Professional Fire Fighters Association to sponsor colouring books that are part of a safety program delivered in schools and sent to households within the city; contributed to Ride for Dad, which raises money for prostate cancer research; contributed to the London Business Cares Food Drive, spearheading a friendly challenge between independent brokers and insurance companies to collect the most food donations — a competition in which whatever side comes out on top, the community wins; and is taking part in the Heart and Stroke big bike ride.

“If you see something you think can be done better, then get in there and do it,” Suzanne says.

LIBA certainly looks to be well on its way to getting it done.

May 2013 / The Ontario Broker

11

Territory Update

Mike Lalande Territory 13 Director IBAO

Focus on Local I am very pleased and excited to be the new director of Territory 13, consisting of the Renfrew County and Ottawa affiliates.

I would like to thank Bonnie Helferty, who continues to lead Renfrew, for the time she has taken to provide me with some insight into her affiliate. Renfrew has 18 broker offices with almost 60 broker members.

Pat Bilodeau has taken the reins as Ottawa’s president, bringing to her new position five years of experience with the board. Ottawa consists of 79 broker member offices, representing more than 500 independent insurance brokers as well as 111 associate company members.

Territory 13 also has strong representation from the Young Brokers Council with Mathew Carr. community responsibility As independent insurance brokers, we have a responsibility to the community to provide the very best service and to promote our channel as best we can. Our territory has been nothing less than

outstanding in this respect.

Collectively, we are a communitybased organization that gives back to its community. With every event that the territory hosts, the intent is to promote our industry, to promote the independent insurance broker. We cannot do this without the support of our associate members, who are always there to provide help.

The territory has developed a new platform for sponsorship with four levels: Platinum, Gold, Silver and Bronze. It is our relationship with our associate members that enables us to have the very best events.

For the 13th year, Territory 13 held its RIDE program. The Ottawa Insurance Brokers Association (OIBA), working in conjunction with the four police services, offers the only program of its kind in Ontario. Municipal police, the OPP, the RCMP and military police all participated.

More than 1,800 drivers were rewarded for not drinking and driving during the holiday season.

This year, the handout was a laptop bag with, of course, the logos of the sponsoring insurance companies, the OIBA logo, Bipper and the My Insurance Shopper address. poker face The Ottawa association held its 5th annual charity poker event, attracting more than 180 players this year. A complete success, the event is unique in the sense that players can choose the charity they will support should they win.

The top four winners saw donations made to their respective charity. Over its

five years, the event has raised more than $100,000, all of which has gone to the local community.

The third annual Open House was held at the War Museum, and all 45 booths were sold. There was great representation from OIBA, IBAO and YBC. One of the reasons for the event’s continued success is its education component. Free education hours are offered with a two-hour seminar, attended by about 100 brokers, held just prior to the Open House.

This was truly a great event, allowing all of our industry to get together in one room, to talk and socialize, all with a view of beautiful downtown Ottawa. christmas giving Both Renfrew and Ottawa also had well-attended Christmas parties, with the former affiliate raising $2,500 for the local MRI through a live auction of privately donated prizes. Well done.

With summer just around the corner, both affiliates are set to host a sold-out golf tournament that will, no doubt, be a tremendous success again this year.

In addition, our luncheons, with the help of some excellent company speakers, continue to draw crowds, averaging 100plus attendees.

Thorough all of these efforts, we can continue to build a strong organization and to support local charities, building relationships within our insurance community. We also seek to be successful in branding and promoting Bipper — ultimately being recognized by everyone as a symbol of our industry.

I look forward to working with IBAO in the years to come. As the owner and principal of a family-based, decades-old business, it is very comforting to know this organization is in the background, working to support us in our efforts to be successful.

Collectively, we are a community-based organization that gives back to the community.

12

The Ontario Broker / May 2013

COMMUNICATIONS STRATEGIES

Lisa Leitch Sales Strategist, Speaker and Coach Teneo Results

Moving from Price to Trusted Advisor Are you looking to transition from insurance broker to trusted insurance advisor? It is great to have customers who value your relationship. As long as a broker continues to renew a customer’s policy, business will continue to be good, right?

Wrong. The insurance market is becoming more competitive. Findings from IBAO 21st Century Research indicate the market share of insurance brokers has eroded 25% over 20 years and if brokers choose the status quo, they will see another $5 billion in lost revenue. steps to success Here are five simple steps to move the conversation away from price... and keep the competition away.

1. Offer to complete an insurance review Why wait for your customer to call?

Whether a broker is in commercial or personal lines, you can set up a meeting with your customer to review his or her policy. This will also help to position you as a trusted insurance advisor who wants to proactively understand that customer’s ever-changing needs.

2. Ask POWER questions When a broker asks power questions, he or she quickly jumps from broker to trusted advisor in the customer’s eyes.

Some examples include the following: • In the event of a claim, how confident are you in your insurance coverage and limits?

• Other than price, what is the most important to you about your coverage?

• Are you planning any changes with your home or family (say, new home

or teen­agers driving) in the next year?

• On a scale of 1 to 10, how would you rate your current insurance provider?

What would make that broker a 10?

• How important is it for your insurance to be handled in one office/by one provider?

• For commercial lines, what are your business plans and goals for the next two to three years?

3. Then listen for clues Listening — real listening — is vital. In purposeful sales conversations, customers will give you clues. With personal lines, listen for teenagers about to start driving, and any recreational activities customers enjoy. With commercial lines, listen for clues as to how customers plan to expand their business in 2013 and beyond.

4. Summarize and prioritize It only takes about 30 seconds, but it quickly ensures you and your cus­tom­er are on the same page. Customers love it

when a broker paraphrases what customers have told them, because it shows them that brokers are engaged and listening.

This step further increases your credibility and value, and gets the customer geared up to talk about insurance solutions.

5. Collaborate and co-create solutions This is your opportunity to demonstrate your insurance expertise! Offer suggestions that will help your customer achieve the ideal insurance situation, and suddenly you go from broker to trusted in­­surance advisor. Brokers want their customers to say, “I couldn’t have done that without my insurance broker.”

Lisa Leitch is a sales strategist, speaker and coach with Teneo Results , a CPSA Training Partner. Teneo Results is facilitating the workshop, Provide More Value to Your Clients with a Winning Sales Strategy, which is sponsored by Economical Insurance, throughout Ontario during April and May 2013.

THE PROPERTY RESTORATION SPECIALISTS WITH OVER 85 SERVICE LOCATIONS ACROSS CANADA 24 HOUR ASSIGNMENT/EMERGENCY RESPONSE TOLL FREE 1-866-4-WINMAR ( 494-6627 ) Proud to be Canadian owned and operated.

For more information visit www.winmar.ca

May 2013 / The Ontario Broker

13

Member benefits

Jackie Pouliot Senior Manager, Business Development Search Engine People

Finding Your Brokerage Online Canada is one of the leading countries with respect to Google usage. With 28 million people on the Internet — 81% of the Canadian population — Google has proved the search engine of choice.

Consider how often you hear people say, “Just Google it.”

The numbers don’t lie. Comscore reports that Google was used in 88% of all Internet searches on laptops/desktops in Canada last year. That number is even higher — 92%, in fact — for mobile searches, with mobile usage growing at an incredibly fast rate.

Forward-thinking business owners are embracing that number and focusing their advertising budgets accordingly. trusted source It is easier for consumers to search on Google than anywhere else and a level of trust has developed in the general population with regard to search results.

And rightly so.

The search engine has an algorithm that delivers results based on a number of factors, including quality content and relevancy to the search topic. That is why Google is as strong as it is; people expect the search engine to be a current and reliable source of information.

Exclusively Connect With Over 12,000 IBAO Member Licenced Insurance Brokers across Ontario Each Month

The Ontario Broker magazine provides insurance communicators with an exclusive and unmatched readership/reach within which to advertise and connect with brokers.

See all the digital editions at: www.ibao.org/news/the-ontario-broker For advertising information contact:

Steve Wilson: steve@canadianunderwriter.ca

Official Publication of the Insurance Brokers Association of Ontario (IBAO)

14

The Ontario Broker / May 2013

Think about those thick yellow directories. If you ask most people, they will admit these end up in the recycle bins as soon as they are delivered. People can even opt not to receive them at all.

Now think of what you do in your daily life. If you need a product or service, you do not pick up a phone book or look up their online directory — you simply “Google it.”

Ensuring your website has a presence within Google results is imperative! A solid representation in the search engine results page translates into credibility and top-of-mind awareness for your business.

SEO, or search engine optimization, focuses on improving the quality of your website through a number of on-page modifications, improvements to the site’s local presence and building quality links that point back to the website. As the quality of your site improves, organic presence will also improve.

SEO is a long-term investment in your website and, therefore, in your business.

With regard to online marketing, Google search results are considered the lowest hanging fruit when it comes to generating leads to your business.

Someone doing a search for a product or service has the highest chance of converting into a viable lead. reach your audience If the search terms are, “insurance brokers Mississauga”, users have typically done their research, have decided to trust an insurance broker and are now looking for a list of brokers to deal with close to home. This is the audience that you need to reach!

Having a strong presence on that Google search result page increases your chances of getting the opportunity to speak with that person.

The numbers don’t lie. Google search volumes are the strongest and, as such, present the highest number of potential leads for your business. Optimizing your website to benefit from these search volumes just makes good business sense.

IBAO recently launched an SEO package for its members through Search Engine People. Check out the members section of IBAO.org for more details and to get started.

FINANCIAL MATTERS

Tony Ngo Manager, Industry Programs BMO Bank of Montreal

Retirement… and the Living is Easy When was the last time you got excited about planning for something? In general, it is not the planning process that one finds most exciting, but rather the “something” the planning is meant to deliver. In the same way, retirement living is the “something” to retirement planning.

Whether your ideal retirement is five or 30 years away, thinking about how you want to live life and working backward from there will help with determining how much money will be needed for retirement and what needs to be done to get you there.

Part of this demands determining how you wish to live (simple or elaborate),

where you want to live (in your existing home, in a downsized residence or in rented accommodations), whether or not you will work part time, are there specific health needs that will need to be addressed, and if the plan is to leave an inheritance (children with living parents are an advocate of the last point!).

Once one determines how much is expected to be needed for living income, it is then possible to plan how to satisfy those income demands: Canada Pension Plan(CPP)/Old Age Security (OAS), savings or other sources of income.

When going through such an exercise, it is really important to consider unique needs and to be careful about relying upon rules of thumb. One such rule is to have in your mind that you will need to save $1 million to be comfortable.

This figure is based on the assumption that you should save 20 times $50,000, a common benchmark of annual income for retirees. That said, depending on other factors — such as a person’s expected CPP and OAS, or the proceeds from a sale of a house — may mean that it is not necessary to save $1 million.

In a scenario where a couple expects to receive the maximum CPP/OAS of $34,800 annually, income from savings would need to be $20,000. And if applying the same 20 factor, savings

would then need to be $400,000. Of course, more savings is not necessarily a bad thing.

Expected expenses and savings are certainly important, but so too is the timing of expenses. For instance, caution should be applied when considering the rule of thumb that states withdrawing 5% of savings per year will allow for ample funds into retirement.

The reality is the drawdown of savings is not always level, and the impact of timing can be sobering. Retirees may spend much more in the first few years of retirement because they do the things they had put off while working, such as travelling extensively or completing home renovations. Consider the impact on a $400,000 portfolio under static tax, investment income and inflation numbers: by withdrawing $30,000 for the first five years and $20,000 thereafter, savings would last 25 years; if drawn in equal amounts of $20,000 annually, savings would last 30 years.

As there is no one-size-fits-all solution for retirement planning, consulting with a trusted advisor can help an individual create a personalized plan and identify options. Most important, once a plan is in place, it should be reviewed regularly to ensure that you stay on track to an exciting retirement living.

BROKERS – looking for markets for your specialty, niche and non-standard risks?

Find them in the Insurance Marketer! www.insurancemarketer.com We’ve got you covered in the…

Published annually in July by Canadian Underwriter magazine, the extremely popular Insurance Marketer is used daily by brokers across Canada.

Both in-print and online at InsuranceMarketer.com, the Insurance Marketer is The Source to assist you in finding a market for even the most unique risk!

Published by:

May 2013 / The Ontario Broker

15

IBRI Update market share it has lost in recent years.

In the not-too-distant future, consumers will be able to transact business with a brokerage 24/7, 365 days a year. Access to buy new products or change existing products will be through the consumer’s medium of choice, whether that be via mobile device, the web or telephone, or by visiting the physical brokerage office on the street.

Colin Simpson Interim Vice President IBRI

IBAO of the Future In February, my article in Canadian Underwriter magazine discussed the brokerage of the future. I discussed the unique value proposition of a broker; a value proposition that is not only alive and well today, but one that will become the catalyst for innovative change in the future.

The fact that brokers offer personalized service and choice of market leads me to believe that even given today’s trend of consumers moving away from the broker distribution network, brokers have a compelling value proposition.

It is one that could quite feasibly return the broker as the epicentre of consumer choice for both value and service. It is a value proposition so strong that the broker network could regain the

PROACTIVE EVOLUTION As consumers become more sophisticated, the brokers’ marketplace must evolve, and so must their association: IBAO. In recent years, IBAO has become significantly more responsive and pro­active in seeking solutions for brokers where the marketplace has failed.

A few years ago, IBAO formed the Independent Broker Resources Inc. (IBRI), a wholly owned, “for-profit” entity that was created to respond to an evolving monopoly in the tools available in the market to calculate property replacement costs.

Most recently, IBRI has responded to a changing consumer environment by developing and introducing technology tools to support the broker network, not only in Ontario, but now across Canada.

In 2009, My Insurance Shopper (MIS), an online service that enables consumers

to obtain online insurance quotes via the broker network, was introduced; in 2012, IBRI launched the iCompanion App, which enables consumers — via a broker branded app — to report claims and contact their brokers.

Although material steps have been taken through IBRI to assist in improving the competitiveness of the broker network, to date these have mainly been technology-based and a bit thin on the ground.

Realizing the marketplace is changing more rapidly, IBAO has agreed that IBRI must evolve and will take a leading role in the evolution of the broker network. It is through this new focus that IBAO will take the lead in providing much-needed business solutions, products and services to the broker network. catalyst for change In 2013, IBRI will transform to become the catalyst for innovative change required to enable brokers to realize the objective of securing consumers’ hearts and minds, and to enable brokers to provide consumers personalized service and choice of market in the modern world.

I look forward to being able to share with you the innovative products and services that will evolve from “IBAO of the Future.”

“Get all the riGht connections!”

2013 Ontario Insurance Directory

This outstanding directory is your personal address and telephone book dedicated solely to the Ontario Insurance Industry… find the company contacts you need immediately!

Used on a daily basis by all segments of the Industry — the O.I.D. is the Undisputed Source for Insurance professionals to make contact with companies quickly and easily.

The coil bound O.I.D. contains: • 400+ pages of information • 2,200+ company listings • 130+ advertisers • 12 key industry sections: • Insurance Companies / Wholesalers • Brokers • Independent Adjusters • Appraisers

• Rehabilitation Services • Restoration Services • Lawyers / Dispute Resolution • Engineers / Accountants

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Call now to order

2013 Ontario Insurance Directory: $59.00 each (plus $5.00 Shipping & Handling plus applicable taxes)

16

The Ontario Broker / May 2013

1-800-668-2374

Or order online @ www.bit.ly/oidorder

Completely Updated for 2013– over 10,000 changes!

Winmar signs contract With symbility solutions inc.

Left to right: Paul Wormith - Winmar Co-Founder & CEO, John Burega - Symbility Sr. VP Sales & Marketing, John White - Winmar Co-Founder & President, James R. Swayze - Symbility CEO, Lyne Mercier - Symbility Regional VP Sales Canada, Tom Brodhurst - Winmar Executive Vice President, Glenn Woolfrey Winmar Executive VP Corporate Operations

www.winmar.ca

Winmar Franchise Corp., a London, Ontario-based to be one of the estimating platforms that Winmar has independently owned and operated property restora- chosen for their large network of offices across the tion company with over 85 offices across Canada, country.” is pleased to announce that “Winmar has been in business they have signed a multi-year since 1977, with offices spanagreement to integrate Symbilning from St. John’s, Newity Solutions Inc. ® (TSX.V: SY; foundland to Victoria, British OTCQX: ATBEF), a provider of Columbia. Our partnership with cloud-based smartphone/tabSymbility enables our franlet-enabled claims technology chises to collaborate on the that uses one of the most commost innovative cloud-based prehensive data for the property platform in the market and John White & James R. Swayze and casualty insurance industry will enable us to provide our into its daily operations. valued customers an alterna“It is with great pleasure that we welcome Winmar, one tive choice in the software we use to estimate their of the leaders in the restoration industry in Canada, claims,” comments John White, President/Founder, and their franchise owners to our valued and growing Winmar Franchise Corp. “We look forward to a succlient base,” said James Swayze, CEO, Symbility Solu- cessful, long-term relationship with Symbility Solutions. “Symbility is committed to supporting contractor tions as we continue to expand the way we service networks and restoration companies and we are proud our customers.”

Community View Business Case The Peterborough Insurance Brokers Association (PIBA) is investing in our future leaders. PIBA has donated a $500 educational bursary to the Sir Sandford Fleming College in Peterborough. The bursary is for a student enrolled in the business program who resides in our community.

Left to right: Faye McMillan, Melody Mireault and Marcia Steeves.

Championship Alliance IBAO is proud to be the title sponsor of the 2013 ALLIANCE Hockey Championships for the second year in a row.

Jim Larouche from F.E. Coyne Insurance Brokers in Welland, Ontario helped launch the 2013 ALLIANCE Hockey House League Select Championships in Fort Erie on Ontario on April 11.

Rick Orr of Orr Insurance Brokers in Stratford, Ontario was on site to help distribute trophies at the 2013 ALLIANCE Hockey Minor Development Championships in Stratford on April 14.

APPOINTMENT NOTICE

Nadia Sartor

Broker Relations & Insurance Support Insurance Brokers Association of Ontario

Left to right: Doug Sauer, Chair of 2013 ALLIANCE Hockey IBAO House League Select Championships; The Honourable Robert Nicholson, P.C., Q.C., Minister of Justice and Attorney General of Canada; Larry Moreland, Rec Council Chair of ALLIANCE Hockey; Jim Larouche, IBAO representative.

Left to right: Doug Maguire, board member of the Stratford Minor Hockey Association; Tony Martindale, executive director of ALLIANCE Hockey; IBAO Chairman Rick Orr; Jack McNaughton, chair of ALLIANCE Hockey IBAO Minor Development Championships; and Colin Wickenheiser, Stratford hockey player.

What face do your clients see?

Call us…we can help!

905.306.8111 ext. 240

www.engagehr.com 18

The Ontario Broker / May 2013

Insurance Brokers Association of Ontario would like to welcome Nadia Sartor in the position of broker relations and insurance support. Nadia will be responsible for managing and responding to inbound insurance industry information requests from member brokers, IBC, RIBO and the public at large, assisting them to solve their day-to-day technical problems, as well as network with member brokers to increase awareness and engagement.

Nadia has been in the insurance industry since 1974 when she began her career as an administrative assistant to the claims manager at the Economical Insurance Group. In 2001, she joined Sinclair Cockburn Financial Group where she was responsible for mentoring and training staff, workflows, procedures and efficiencies. In 2011, Nadia ended her career there as the vice president of the Personal Lines Division, a position in which she provided leadership and mentoring opportunities to staff.

Nadia is no stranger to IBAO having volunteered on various committees over the years. Nadia also served on the board of the Insurance Brokers of Toronto Region (IBTR) for 10 years, serving as president of the board for two years.

Please join us in welcoming Nadia to the IBAO Team.

Choice, expertise, and service.

Leisure and lifestyle products have been one of our specialties for more than 50 years, and a choice we’re proud to offer our broker partners. When you partner with Aviva, you can count on our expertise in coverage, claims, support and service to help you protect what your customers are passionate about.

Leisure and lifestyle insurance – one more reason to recommend Aviva.

Contact your business development representative to learn more.

AvivaPartner.ca Home | Auto | Leisure & Lifestyle | Business | Group | Surety

Aviva and the Aviva logo are trademarks of Aviva plc and used under license by Aviva Canada Inc. and its subsidiary companies.

IBAO School of Insurance EDUCATION FOR BROKERS BY BROKERS

Spring Education Offerings Canadian Accredited Insurance Broker (CAIB) Completing your CAIB designation will enhance your technical knowledge, general business competency and professionalism. You will be able to immediately apply your newly learned knowledge and skills to your work at the brokerage.

The CAIB program is a four-part national designation program that includes in-depth review of technical coverages and business management strategies in the Canadian insurance marketplace – covering three major subject areas: Personal Lines, Commercial Lines and Brokerage Management. The program is offered in three study formats – Self Study, Group Discussion and Immersion. Read more online at ibao.org/caib.

Dates

Fall Semester (Self Study/Group Discussion) September 16 – December 4 (Deadline August 3) CAIB Immersion CAIB 2: July 8-15 / CAIB 3: September 16-23 / CAIB 4: November 4-11

Fees* Self-Study: $539 Group Discussion $619 Immersion: $899

*IBAO Member Prices Only.

Spring & Summer Seminars www.ibao.org/education

Social Media Workshop In this full-day social media workshop, you are not just going to sit and learn you are actually going to set up your online presence! Bring your laptop! If you are unable to bring a laptop, don’t worry. You will still walk away with the tools required to get started.

Who Should Attend this Seminar?

Brokerage owners/managers, marketing and communication professionals, brokers interested in social media.

Facilitator Darrell Keezer, CEO Candybox Marketing

2013 Locations & Dates (9:00 am – 4:30 pm)

Check our website for 2013 education courses and programs ibao.org/register

Mississauga – May 28 Markham – May 30 London – June 4 Kitchener – June 11 St. Catharines – June 12 Markham – June 13

Mississauga – June 18 London – June 19 Ottawa – June 20 Cobourg – June 25 Barrie – June 26 Markham – June 27

Fees $209 (Members Only)

CE 6 Management Hours

The sales game has changed and the “old way” of selling insurance no longer works! Using specific insurance examples we will introduce you to the Value Pyramid so that you can develop your relationships with clients into a strategic partnership, adding value to their businesses.

Who Should Attend this Seminar?

Insurance producers and those interested in expanding their sales skills or planning to move into a producer role.

Facilitator Linda Kern, CIP Teneo Results

2013 Locations & Dates (9:00 am – 4:30 pm) Fees $209 (Members Only) CE 6 Personal Skills Hours

Kingston – May 28 Ottawa – May 29 Sudbury – June 5

This seminar is proudly sponsored by

This seminar is proudly sponsored by

Getting Started in Commercial Lines

Directors and Officers

A 4-Part Webinar Series This four-part series covers fundamentals that are key to your success as a commercial lines’ broker. Learn the basic foundation of commercial property and liability coverage, including commercial risk assessment.

Personal Liability of corporate directors and officers has undoubtedly become a major concern to the Canadian business community. This one-day seminar will provide you with an understanding of the various corporate laws that affect directors and officers, in non-profit organizations, closed corporations and public sector corporations. It will also closely examine various insurance products used to contractually transfer responsibility for financial loss to insurers, claims reporting provisions, and more.

Facilitator Jo Anne Mitchell, CIP, Effective Training

Upcoming Dates & Modules (9:30 am - 12:00 pm)

QUESTIONS? Contact the IBAO School of Insurance at 416-488-7422 or 1-800-268-8845.

Provide More Value to Your Clients with a Winning Sales Strategy

June 4 – Module 1: Commercial Risk Assessment, including CSIO Commercial Application June 6 – Module 2 Commercial Building Construction, Property Protection Systems June 11 – Module 3: Commercial Property Insurance June 13 – Module 4: Commercial General Liability

Fees Full Series – $399 or $125/Module (Members Only) CE 8 Technical Hours for Series (2 Technical Hours/Module)

Facilitator Owen Kurin, P.Eng., MBA, FCIP, CRM

Location & Date (9:00 am – 4:30 pm) IBAO School of Insurance May 23, 2013

Fees $209 (Members Only)

CE 6 Technical Hours